Yes, the choice of which soap people use is a matter of what works for them personally based on a number of factors. Personally, I have a very low opinion of the current Williams product. If you can shave with Williams almost any other shave soap would be an improvement from that stand point.

I do not have sensitive skin or gorilla tough whiskers. There are soaps the perform very well for me at quite a few different price points so price need not be a major factor for me.

I like a soap that lathers easily, produces a rich slick lather and does not break the bank. The scent of a soap is a consideration only to the point that I don't find it offensive. If it leaves my face feeling a bit dry post shave there is always a balm I could use but rarely find the need to do so.

It is hard for me to recommend any particular soap specifically without knowing more about the OP's skin type and other preferences related to a soap's performance. With so many good soaps out there I'd just say read the reviews and pick one you think you'd like at the price point that suits you. There are places that will sell you soap samples to try so you need not buy a whole puck only to find out you don't like the soap.

Bob